Rated Ranking: Brand Finance Global 500 2015

Brand Finance Global 500 2015

Summary
The Global 500 is a ranking published annually by Brand Finance in London. Among the three providers of the “big” global corporate brand rankings Brand Finance is the only independent company having its origin in brand valuation. In fact, the Global 500 is part of a set of rankings arranged around industries and regions all based on a consistent methodology.

The Global 500 shows two results: Frstly, it contains a list of world’s most powerful brands according to the so called Brand Strength Index (BSI). Secondly, it presents a table of world’s most valuable brands. Both tables are connected because the Brand Strength Index is a basis to calculate the brand value. The BSI is calculated by i.a. analyzing marketing investment, brand equity and its potential impact on business performance. It is presented by a score ranging from 0 and 100. This score is the basis of an additional six step process to calculate the brand value. The fundamental concept of this process is the royalty relief approach estimating a rate that would have been charged to apply the brand if the company would not already have owned it. It also considers brand specific revenues in future forecasts of the company.

The 2015 results of the Global 500 show seven companies of the IT business among the Top 10. The top position is held by Apple followed by Samsung, Google and Microsoft. In the Brand Strength table Lego holds the top position followed by PWC, Red Bull and Unilever. The entire report of the Global 500 as well as several sector reports including clickable online-table and downloadable reports are available at www.brandirectory.com.

Disclosure: Partners of Branding-Institute are co-operating with Brand Finance on a project base. This rating is not part of any of these projects.

Is the owner providing the ranking a credible and trustworthy organization?

Ranking owner has limited credibility and reputation. (1 point)

Ranking owner has fair credibility and reputation. (3 points)

Ranking owner has excellent credibility and reputation. (5 points)

What is the ranking owner’s intention to produce and disseminate the ranking?

Ranking is predominantly a tool to raise awareness for the owner with the possible intention to sell consultancy services. (1 point)

Ranking is partly a tool to raise awareness for the owner with the possible intention to sell consultancy services. (3 points)

Ranking is predominantly a tool to surface and share important insights on the subject surveyed. (5 points)

Comment: Brand Finance is according to its own records world‘s leading independent brand evaluation company. The tables are a tool to raise awareness and sell their services as well as to invite to the discussion about the value of brands.

Is/Are the media outlet(s) where the ranking is published of high credibility and reputation?

Ranking published by media outlet: various, no exclusive media partner

Date of recent publication: February 18, 2015

Date of previous publication: February 17, 2014

About Tobias Bielenstein

Tobias Bielenstein is Co-Owner and Managing Partner of Branding-Institute AG since 2014, being a partner at Branding-Institute since 2009. He is consulting global large-scale and mid-sized corporations as well as international organizations and associations in the fields of strategic communications, brand & reputation management and integrated CSR.